Research On The Construction Of Customer Relationship Management System For Spirits Industry

Customer Relationship Management(CRM)is a kind of take the customer as the center of business strategy.In accordance with the classification of customer group,company can organize the resources effectively.Implements customer-focused business processes and practices,and uses information technology to improve the profitability and customer satisfaction.Compared with other industries,the business model of domestic spirits industry is quite special,which brings the difficulties to implement CRM sytem.However,as industry competition intensifies and customer oriented business strategies are established,more and more business managers realize the importance of CRM and make the demands for development and implementation of CRM system.The paper first makes a literature review on the development of CRM system.Summarized the domestic and international results and related theories of CRM sytem.List the difficulties and problems of the companys in the implemention of CRM sytem.Then analyze the problem and find the solution from the special business model in spirits industry.The paper breaks down the steps of the implementation of CRM system and teases out the data flow in each function module.Qualitatively and quantitatively evaluate the impact of the CRM project from availability and application value.Finally,combing with the characteristics of sprite industry,summarize and review whole project and look forword to the future of CRM system.Different from other related theses which focused on general CRM,this paper uses the case of the spirits industry as the research and analysis object,and share the author’s own experience of this project.The results of this paper can be referenced by the similar companys which have the plan to develop and implement CRM system.